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Jean-Noël Kapferer What research themes for the future

Jean-Noël Kapferer What research themes for the future. No more of ……. Research on luxury ,......... based on students -We have enough of conclusions which are in fact based on the psychology of students .

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Jean-Noël Kapferer What research themes for the future

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  1. Jean-Noël KapfererWhatresearchthemes for the future

  2. No more of …….. • Research on luxury,......... based on students -We have enough of conclusions which are in factbased on the psychology of students. -Irrelevant population, non buyer or at best of mass- prestige and life style brands, lookingafter promotions, factoryoutlets and specialoffers on the net ( Remember the Anti Law of Luxury N° 15 : No sales in luxury ! )

  3. No more of …….. • Research on measuring « whatisluxury » Since the earlydays of luxuryresearch, academicresearchers have tried to identify the ( their? ) elusiveidealscale of luxury, factor analyzinghugelists of perceptual items to isolate the corefactors…( NIH syndrome ) RememberLuxuryis subjective. There isnothinglike « THE scale » . Relate it to others .

  4. No more of …….. • Segmenting the luxurymarket in country X,Y,Z Tons of articles are receivedwith the goal of segmenting the market ( what are the different types of attitudes, of clients of country X ? ) usinga-theoreticalclustering, and totallyignoring the otherpublished segmentations once proposed about all other countries (Y, Z, …) . This ismarketresearch, not marketing research

  5. More of …….. • Conflicts of identity and purchasebehavior Consumer self or identityisbased on multiple identities. How would a « sociallyresponsiblevery affluent person » behavewhenbuying a car ? Wouldhis « sociallyresponsible self » concept dominatehis « affluent self » ? Wouldhebuy a small car or a large one ? Towards a situationaltheory ( contingent )

  6. More of …….. • Longitudinal research The luxury consumer life cycle ( what phases?) « Movingfromfromblingbling to experientialluxury » is the mostheard cliché about luxury. But how doesthishappen ? After how many LV bagspossesseddoes a shift occur? If itdoesBased on what social or inner pressures?

  7. More of …….. • Emerging countries Highestgrowth of luxurytomorrow . Champagne sales in 2013 grewmost in Nigeria, Mozambique, … Whydoes the un-necessarybecomesonecessary in these countries, stillverypoor, amongsometribes, somecommunities and consumer groups The psychology of success in emerging countries

  8. More of …….. • Role of counterfeits : good or bad? Good and bad Emergence of a non moralisticapproach to these issues. Are counterfeits the « access line » of luxury brands ? Amongwhom ? Are they the doorsteptowards the genuine? Stillamongwhom ? Are theyrepellingothers ? Longitudinal researchneeded.

  9. More of …….. • Exploration of new tribes and elites : Whatis the luxury of Mark Zuckerberg ? Whatis the dream of theseSiliconValley UHNWI or of new West coast cultural elite ? This new type of elitewillcrafttheirown vision of luxury? Mostly qualitative research.

  10. More of …….. • Exploration of post modern behaviors : Whatis the role of luxurysigns , symbols, stories, products….. among the youngones ? Is itrelated to the vision of one self ? Of one’sideal self, of one’s social self, of one’sideal social self ? Another route : belongingness to tribes

  11. More of …….. • Analysis of brand behavior : EX : the acculturation of brands through time If Chineseconsumerstodayrepresent 26 % of luxury sales in the world and are now the N°1 purchasingnationality, how couldthis impact the identity, policies, governance, methods, products, …….of Western brands?

  12. More of …….. • Analysis of brand behavior : EX: the evolution of relations with a luxury brand after intensive internet interactions Fromyesterday’sinaccessibility to today’s 24/24 365 online accessibility ? What changes doesitinducelong term ?

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